Faculty and ResearchExpert Guide

Paul W. Miniard

Paul W. Miniard

College of Business
Florida International University

Modesto A. Maidique Campus
11200 S.W. 8th St, RB 347B
Miami, FL 33199

P: (305) 348-3322
E: miniardp@fiu.edu

Curriculum Vitae


  • PhD, Business Administration
    University of Florida, Gainesville, Florida
  • Master of Arts, Business Administration
    University of Florida, Gainesville, Florida
  • Bachelor of Science, Business Administration
    University of Florida, Gainesville, Florida

Areas of Expertise

  • Advertising
  • Consumer Behavior

Professional Activities

Dating back to 1978, Dr. Miniard has published in the leading journals in his field during each of the past five decades. His research has appeared in journals such as the Journal of Advertising, Journal of Advertising Research, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and many others. His current research interests include consumer response to retailers’ price comparisons, how the impact of marketing materials on Hispanic bilinguals depends on whether these materials use English or Spanish, the influence of consumer avatars in online shopping environments, and how the accessibility of a brand extension’s parental heritage shapes consumers’ product evaluations.  He co-authored six editions of a consumer behavior textbook over a 20 year timespan. He is a member of the American Marketing Association, Association for Consumer Research, and Society for Consumer Psychology.

Courses Taught

  • Advertising
  • Consumer Analysis in Emerging Markets
  • Consumer Behavior
  • Dissertation Preparation
  • Doctoral Research in Business Administration
  • Doctoral Research in Marketing
  • Marketing Research Methodology I
  • Special Topics in Marketing

Refereed Journal Articles

Miniard, P., Jayanti, R. K., Alvarez, C. M. & Dickson, P. R. (2018). (in press) What Brand Extensions Need to Fully Benefit from Their Parental Heritage.  Journal of the Academy of Marketing Science.

Alvarez, C., Miniard, P. W. & Jaccard, J. (2017). How Hispanic Bilinguals' Cultural Stereotypes Shape Advertising Effectiveness.  Journal of Business Research. 75, 29-36.

Aguirre-Rodriguez, A., Boveda-Lambie, A. & Miniard, P. (2015). The Impact of Consumer Avatars in Internet Retailing on Self-Congruity with Brands.  Marketing Letters. 26 (4), 631-641.

Miniard, P. W., Mohammed, S. M., Barone, M. J. & Alvarez, C. M. (2013). Retailers' Use of Partially Comparative Pricing: From Across-Category to Within-Category Effects.  Journal of Marketing. 77 (4), 33-48.

Mohammed, S. M. & Miniard, P. W. (2013). Reassessing Retailers' Usage of Partially Comparative Pricing.  Journal of Product &; Brand Management. 22 (2), 172-179.


Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2006). Consumer behavior. Mason, Ohio: Thomson.

Blackwell, R. D., Miniard, P. W. & Engel, J. F. (2001). Consumer behavior. Ft. Worth, Texas: Harcourt Brace College.

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